Maintaining Revenue for a Local Food Bank During a Crisis
At M+R, I helped lead one of their largest food bank clients' fundraising strategy for their biggest annual fundraising event. This coincided with government cuts to food bank funding and SNAP, as well as a major, local reputational crisis for the organization. The goal was shifted to maximize returns, minimize spend, and maintain their reputation as a trusted community partner. We tested out Performance Max ads on Google and Advantage+ targeting on Meta with strong results, cutting management hours while increasing ROAS. We also created cultivation ads, which promoted the many important programs the food bank had developed and piloted within the last 6 months. Finally, we put together a strategy sheet for how to create effective direct-to-camera video from internal messengers and volunteers, since that compelling content would let the organization share their impact in their own voice.
- Testing and implementation of automated targeting, placement, and copy combinations to reduce hours while improving ROAS
- Cultivation ads highlighting new programs and achievements in response to local concerns
- Updated direct-to-camera video instructions to produce stronger user-generated-content for the organization using vetted speakers
- Refreshes of top performing ad content to save on design hours while government funding was being cut